By Mark Hughes | Real Estate Agent Roadmap
Let’s be honest: if real estate websites were restaurants, Zillow would be In-N-Out during lunch hour. Massive lines, everyone knows the name, and even if you think you like something else better, you still end up there.
Meanwhile, Compass is trying to build a velvet-rope, boutique experience and hoping people will ditch the drive-thru for it.
So, who’s winning? Here’s the data, the drama, and the bottom line for agents who want to understand how Zillow continues to dominate—and why Compass’s listing blackout strategy probably won’t stick.
Zillow’s Web Traffic Is a Tidal Wave
Let’s start with raw traffic numbers. Zillow isn’t just ahead—it’s lapping the field.
Takeaway: Zillow pulls more than 3x the traffic of its nearest competitor. Compass isn’t even in the same conversation. If this were a 5K, Zillow’s already showered, changed, and on its second mimosa. [Source: SimilarWeb + Zillow IR Reports]
Where Do Buyers Actually Go?
Here’s what the 2023 NAR Buyer & Seller Report shows:
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96% of buyers use online tools during their search
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48% found the actual home they bought online
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The #1 site? Zillow—by a landslide
And in a 2023 Statista consumer poll, 55% of Americans said they’d start their search on Zillow. Not Redfin. Not their agent’s website. Definitely not Compass. Just Zillow.
Real-life example:
Tell a first-time buyer to check Compass.com and they’ll blink twice and ask, “What’s that?”
Tell them to check Zillow and their phone’s already out.
Zillow’s app?
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#1 in the App Store’s real estate category
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10+ million monthly active users
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Average user spends over 27 minutes per session
That’s digital glue. Zillow isn’t a place—they’re a habit.
The Compass vs. Zillow Showdown: What’s Actually Happening?
Earlier this year, Compass decided to take a swing at Zillow. The plan? Don’t syndicate some Compass listings (especially their “Private Exclusives” and “Coming Soon” inventory). Their bet was that if buyers couldn’t see those listings on Zillow, they’d have to go to Compass.com.
Zillow’s response: “Cool, then we won’t fully display your listings either.”
It’s a listing-level turf war. But here’s the problem: Compass needs Zillow more than Zillow needs Compass.
Why Compass’s Plan Probably Backfires
This kind of platform exclusivity might work for Netflix. But in real estate, sellers want eyeballs, not mystery.
Here’s where Compass stumbles:
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Compass.com’s traffic is tiny: ~1.5 million monthly users
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Sellers want the broadest possible exposure—Zillow delivers that, period
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Compass-exclusive listings tend to underperform. One New York team reported a 61% drop in lead volume when listings were Compass-only vs. Zillow-syndicated
Agent Buzz: Several teams in LA and SF reported that once listings got re-syndicated to Zillow via the MLS, they saw 2-3x more showings within the first 72 hours.
Even Compass agents—quietly—agree that they can’t get the traction without Zillow in the mix. Sellers are starting to ask, “Why isn’t my home on Zillow?” And that’s not a great question to have to answer in a listing appointment.
Zillow’s Got the Data, the Tools, and the Attention
Zillow isn’t just winning on volume. It’s winning on product:
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135M+ property records (sold, for-sale, off-market)
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Fast MLS syncing (15-minute refresh rates from 650+ MLSs)
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Consumer features galore: Zestimates, neighborhood scores, mortgage tools, 3D tours
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AI-driven search, smart alerts, saved homes, and personalized recommendations
Meanwhile, Compass has a sleek design, but less data. Less inventory. Less functionality.
- Zillow feels like a home-search engine.
- Compass still feels like a company website.
What This Means for Agents
This isn’t about loving or hating Zillow. It’s about acknowledging where buyers are and where listings need to be.
If you want to:
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Impress sellers
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Maximize exposure
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Get showings early
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Build pipeline through visibility
…you need to show up where the traffic is. And the traffic is at Zillow.
Even if Compass fixes their visibility issue tomorrow, the real question is whether they can shift consumer behavior. Based on the last decade? Doubtful.
Bottom Line
Zillow isn’t just the biggest portal. It’s the portal.
They’ve built consumer loyalty, tech superiority, and market position that no one—not Compass, not Redfin, not even Realtor.com—has come close to touching.
Trying to block Zillow to gain an edge is like trying to win at poker by not showing up to the table.
Mindset:
"Many a genius has been slow of growth. Oaks that flourish for a thousand years do not spring up into beauty like a reed."
- Haemin Sunim
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